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Our Story

WHO WE ARE

At bedtonic, we innovate the everyday. Slow creation, sustainable production, and effortless comfort is what we’re all about. Using only natural fibres and quality materials such as linen, hemp and cashmere, we create timeless luxury lifestyle products to last a lifetime, making sure mother earth rests easy – and so do you.

bedtonic was founded in 2016 by Julie Ramsay, who realised that passion, creativity, and care for the environment should extend to all areas of life – starting with the home. From packing orders on her kitchen table to eventually selling her business in 2024, bedtonic has grown from a one-woman operation to a beautiful, trusted brand that provides luxury linen products across Australia and beyond.

We’ve come far in 8 years, but Julie’s core ethos of slow fashion and timeless quality will always remain. As we continue her legacy, we retain a deep passion for the bedtonic brand, and are committed to keeping its values at the heart of everything we do. With the team that stood by her for years – plus some friendly new faces that will only elevate the bedtonic experience – we’re ready to take the business to new heights. With more products, more collaborations and a brand new popup store (read more about that here!), we’re only going upwards.

Come find us in the Packing Room in Subiaco, the Dream Room in Swanbourne, or right here online – stay, look around, and get a feel for timeless luxury to last a lifetime.

Meet the Team

Ana

- Product & Merchandise Officer/ Warehouse Manager

Meet Ana! She has worked with Julie since 2023 and recently took the baton as our resident bedtonic expert after Julie sold the business – you’ll find her in both our stores, giving tips and advice on all things bedtonic. Her favourite product is our Slouch Pants – she has them in 6 different shades… and counting!

Marlin

- Support Officer and Accounts Manager

Meet Marlin! She has been working at bedtonic since November 2024, and has been pivotal to the success of the takeover and helping move bedtonic into bigger and better things – like our brand new popup store! She is our constant support, both for the team and our lovely customers. Her favourite product is our Artist’s tunic – it makes her feel creative!

Rachel

- Retail and Design Assistant

Meet Rachel! She has recently joined our growing team, and is a refreshing addition to the shop floor – always ready with a smile and a nice long chat! Her background in fashion will be a great asset to our design team, and she’s excited to help shape new styles for the future. Her favourite product is our Cashmere cardigan – she’s got expensive taste!

Eleanor

- Digital Marketing Assistant

Meet Eleanor! Another new addition to the team, Eleanor is here to revitalise our communications with you wonderful customers – from email newsletters to connecting with you even more on social media. She has a creative background and is ready to showcase the beauty of bedtonic to the world. Her favourite product is our Maxi Market Skirt – floaty, fashionable, and fun to twirl around in!

THE STORY OF OUR FOUNDER

bedtonic’s founder Julie Ramsay grew up in scenic Lake Wanaka, New Zealand. Surrounded by mountain air and stunning nature from a young age there was never any doubt she would grow
to be a creative, sustainably-minded woman.

Bedtonic came as a response to Julie becoming a new mother and growing tired of the stresses of running her own cafe. In a search for comfort and relaxation, Julie turned to her sanctuary – the bedroom – which highlighted the importance of having your own curated cozy space.

Sleeping in linen sheets on holiday for her 50th birthday was the spark that ignited bedtonic’s inception. It led Julie to our hero fabric, European Flax® Linen. Drawn to its sustainable and non-toxic quality, Julie decided to make a stand against fast fashion, and develop a new
sustainable lifestyle brand that completely aligned to her values.

The first collection was released in 2016, with Julie packing every order on her kitchen table – and it’s only grown bigger and better ever since. In 2020, she leased a warehouse and packing room in Subiaco, Perth. By 2021, a concept store was added, and it’s here you’ll find us now, still making magic.

In late 2024 Julie celebrated her 60th Birthday and made the decision to sell the business to local business owners, who retained the same team – both at bedtonic and their local winery at Lawnbrook Estate, Perth Hills. We now proudly guard the legacy of Julie and bedtonic, and all she has done to encourage slow, sustainable fashion in the modern age.

OUR SUSTAINABILITY PROMISE

Sustainability is at the centre of bedtonic’s ethos. We are conscious about the harmful effect that fast fashion has on our health and planet, and committed to making a change.

From our signature European Flax® Certified Linen grown in Europe, to our partnership with Carbon Neutral’s plant a tree program, to our dedication to slow creation and long-lasting products, we put the planet and our customers at the core of everything we do.

For a more detailed breakdown of our sustainability initiatives, read our commitments here.

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